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Recruiting & Retention. Is better described as…. GROWTH. What if we ran a factory?. 115 years old Produces a one-of-a-kind product Consumers may choose a similar product over ours – not everyone wants our product

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recruiting retention
Recruiting & Retention
what if we ran a factory
What if we ran a factory?
  • 115 years old
  • Produces a one-of-a-kind product
    • Consumers may choose a similar product over ours – not everyone wants our product
    • Some dislike our product to the extent that they want it abolished and our factory closed
  • Past 20 years –
    • 90,000 customers
    • 2/3 (60,000) quit using our product
let s ask 3 questions
Let’s ask 3 questions…
  • MOST IMPORTANT - How do we attract new customers that we don’t lose?
  • MORE IMPORTANTLY - How do we keep current customers?
  • FIRST - How do we bring back the lost customers?
growth1
GROWTH
  • Recruiting
  • Reinforcement
  • Retention
  • Reinstatement
  • Replication
slide10

“…the vindication of the cause for which (the Confederate soldier) fought… the defense of (his) good name, the guardianship of his history, the emulation of his virtues, the perpetuation of those principles which he loved… to see that the true history of the South is presented…"

2 philosophies on recruiting
2 philosophies on recruiting…

Demand-side recruiting

Supply-side

recruiting

Demand-side recruiting

slide12

In other words… we need to be more concerned about helping a man to honor his heritage than just “pushing” membership

recruiting
Recruiting
  • Keep an on-going prospect list
    • Send prospects camp communications
    • Purge list as necessary ( 15-18 mos?)
  • Advertise meetings in local weekly paper
  • Annual recruiting meeting
    • Invite prospects (written invitation) –
      • From list
      • From member contacts
    • Place ad in local weekly paper (sound familiar?)
    • Easily found location (not necessarily regular site)
recruiting cont
Recruiting (cont.)
  • Annual recruiting meeting (cont.)
    • Use SCV media (kiosk, videos, etc.)
    • Answer questions about the SCV
    • Make it a regional or Brigade meeting – involve other camps
  • Utilize Friends of the SCV more effectively
    • Genealogy can take time – Friends allows us to quickly identify and assimilate our allies
    • Serves as a “holding tank” – Friends can become full members
slide15

Friends of the SCV- Membership Application

Full Name: __________________________________________________________________________

Street Address: ____________________________________________ City: ______________________

State: _______ Zip Code: __________ E-Mail Address: ______________________________________

Phone number: _____________________________ Gender: ______ Male ______ Female

Date of Birth: ______________________________

Name and location of Sponsoring SCV Camp: ______________________________________________

Name of recommending SCV member: ______________________________________________

I have enclosed a check in the amount of $40.00, made payable to the SCV for an initial membership in

the Friends of the SCV for which I will receive a membership certificate, lapel pin and a one year

subscription to the Confederate Veteran magazine which is published six times each year. I promise to

always conduct myself in a manner that will reflect positively on the Sons of Confederate Veterans, its

members, camps and divisions and especially the Confederate soldiers and sailors whose good names

and military service the organization honors by its very existence. Furthermore, I declare that I am not a

member of any anti-American or hate group such as the KKK, neo-Nazi or other White supremacy

organization, including groups whose objectives are contrary to the mission and purpose of the SCV as

described above and in official SCV literature.

_______________________________________________________ ______________________

(Signature of applicant) (Date)

The SCV General Headquarters (GHQ) will provide notice annually, beginning about one year after the initial

membership is processed, that a payment of $30.00 is required to maintain active membership in the Friends of the

SCV in order to continue the magazine subscription.

recruiting cont1
Recruiting (cont.)
  • Target method - personal appeal
    • Assets
      • Know the potential recruit
      • They might be somewhat familiar with the SCV
      • Traditional source of our recruiting
    • Liabilities
      • Prospects are limited by our personal acquaintances
      • Likely to adopt “club” mentality
      • Often join as “courtesy” to recruiter; not truly motivated
    • Often characterized by…
recruiting cont2
Recruiting (cont.)
  • Broadcast method – wider appeal
    • Assets
      • Number is limited only by medium of appeal
      • Demand-driven (motivated prospects find us)
    • Liability
      • Recruit could be a stranger to all
      • As a new member, could find acclimation difficult
    • Often characterized by…
slide20

Both TARGET and BROADCAST are legitimate means to pursue GROWTH… but BROADCAST RECRUITING will bring motivated workers (and those more likely to renew)

recruiting cont3
Recruiting (cont.)

The best recruiting tool is a vibrant camp in an accessible location with consistent programs, organized and punctual meetings, a fraternal atmosphere and an outreach to the community.

reinforcement
Reinforcement
  • New members go immediately to a committee
    • Increases their usefulness to the camp
    • Gives them a sense of ownership
  • Commander makes effort to meet new members
    • Let them know the work of the camp is important
    • Let them know they are important to the camp
  • Process must occur in the first months of membership
reinstatement
Reinstatement

GHQ can assist with lists

  • Delinquent members – 2 of every 3 in SCV since ‘90s
  • Camp #584 (HQ) – member “on paper” only
retention
Retention
  • Effective communication
    • Newsletter
    • Phone tree
    • Website
  • Opportunity for activity
  • Membership Renewal System (MRS)
replication
Replication
  • The “monster” camp is a poor goal
  • If you’re having success, spread it…
  • New camps bring new members
remember these
Remember these?
  • How do we attract new customers that we don’t lose?

RECRUITING

  • How do we keep current customers?

REINFORCEMENT / RETENTION

  • How do we bring back the lost customers?

REINSTATEMENT

closing thoughts to take away
Closing thoughts to take away…
  • Not just Recruiting & Retention…

GROWTH

  • Not just Man-to-man…

CAMP-TO-COMMUNITY

  • Not just SCV membership…

FRIENDS OF THE SCV

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